People go from idea to execution with hardly a thought. They're already spending time and resources on the first idea that comes to them. But in this case, there's got to be some sort of process. I'm curious about your thoughts. So you generate your idea quota. What's the process after that? I do these 10 ideas a day. Now what? Yeah, well, I want to slightly riff on that for just a second before getting to the implementation question. There's a really famous one of the most famous studies of creativity was conducted by this World War II spy master named Donald McKinnon. He found that the most exceptional architects were far more likely to delay decisions than the

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